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Effie Panagopoulos is the first Greek woman in history to start a liquor brand (spirits). Effie has over 15 years experience working primarily with spirits, beer, and wine brands in a sales and marketing capacity, yet always connected to the field. She was the first ever, National Brand Ambassador for Metaxa in the United States for over 4 years, giving the brand a mush-needed boost, and it’s first double-digit sales increa.
In 2008, Effie Panagopoulos, was at a beach bar in Mykonos where everyone was guzzling shots of Mastiha. A friend handed her one, she says, “and I had this Proustian rush. I thought, ‘I know this flavor. This is like the ypovrihio [a Greek dessert made from 100 percent Mastiha] that we had when we were kids.’’’ It was a turning point for her, and she grew smitten with the idea of starting her own brand “and putting a modern face on the ancient world of Greek spirits.” That dream will come true in the fall when Kleos, her Mastiha made by hand in small batches at a craft distillery known for top-notch ouzo, arrives in New York, California, Massachusetts and Florida. There’s even a T-shirt collaboration underway with Patricia Field.
Kleos Mastiha Spirit is Greece’s first luxury spirit brand, the world’s first super-premium mastiha liqueur. The raw ingredient, Mastiha (mas-tee-hah) is a sap from the ‘Skinos’ tree that grows only in 24 villages in the southern part of the Greek island of Chios. Mastiha is known as the ‘diamond of spices’ because of its rarity, and the ancient world‘s ‘super ingredient’ due to its variety of healing properties, and has the honor of being the world’s first chewing gum. Kleos is made by hand in small batches, via a distillation of the rare Mastiha ‘tears’ and the addition of Mastiha essential oils.
“Kleos” is an ancient Greek word meaning “fame or glory attained through good deeds and hard work”. The heroes in ancient Greek tragedy strived to earn their kleos. They performed feats so selfless and grandiose, they would be immortalized in epic poetry. With a modern, beautiful, luxury product made with impeccable attention to quality and detail, we hope in a small way, to earn our kleos, and restore Greece’s long-lost glory on the global drinks market place!
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